The catwalks of Milan, Paris, New York and London have all featured an age-old display in recent weeks - literally. What was once thought to be a catwalk ‘no-no’ is now seen as key to attracting an altogether new market, although some may still be shocked to find the presence of gray hair on the runways.

The stars of the fall fashion shows were, surprisingly, more mature models – some even well into their forties. In the fashion world, such a concept was once unthinkable, but the move reflects the new marketing approach to the real consumer. The initiative is a far cry from teen models that more often cannot even buy a new dress on a credit card or drive to the show.

Calvin Klein’s creative director, Francisco Costa, said the decision was certainly a break from tradition but that he was aiming for his models to represent a true reflection of the purchasing public, pointing out that this was unlikely to be your average 16-year-old.

Costa’s latest collection featured the distinctly gray-haired Kristen McMenamy, who was also featured at Viktor & Rolf, in addition to ’90s sensations and modern-day mothers Stella Tennant and Kirsty Hume.

Costa admits that the economic downturn, which has led to global purse-strings being tightened, have forced a rethink in the marketing approach of the industry. Using older, curvier models will also counter the ever-present complaints over wafer-thin runway girls.

The new approach is aimed by the fashion industry at making itself more relatable to its prime customers. A slew of eighties beauties, including Elle MacPeherson, Alessandra Ambrosio and Miranda Kerr are all now being lined up by the likes of Marc Jacobs.

Tags: age, catwalk, designers, Elle MacPherson, Fashion, models, styles